Culture-Based Color Influence Paths Analysis by Using Eye-Tracking Devices

Abstract

With the development of eye-tracking technology, existing studies verified the effect of culture on people' s color preference by their eye-movements. However, prior studies usually see Asians to be holistic, and for specific colors, the details of these effect's type and influence paths are remains in black box. In this paper, we focus on the difference between Chinese and Japanese who have similar but different cultures and try to identify the specific colors' influence paths which have affect their final product selecting by analyzing the data collected from eye-tracking devices. Base on the results of mediation and moderation tests, the finding proves that people's eye-movement metrics have mediated the effects of specific colors on their products selection, and their culture as an important moderation factor have moderate the same process partly. The results can provide guidelines for products design or visual marketing management.